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-NewSeniors Editorial — Wed, 27 Jul 2011 00:46:26 +0000

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Food packages are going retro

Don Potter: Editor-in-Chief — Fri, 08 Jul 2011 01:58:30 +0000

A number of major food marketers have re-introduced packages from the “good old days” in an effort to stand out from other products on supermarket shelves. And, it appears as if consumers are responding favorably by loading these items into their shopping carts. Is old-time packaging just a fad or a trend beginning to take hold?

Many of the brands we buy today are those we were first introduced to as kids. Mom was the families purchasing agent. During the ‘50s and ‘’60s most of us lived in homes with just one TV so family members were often exposed to commercials at the same time. As a result, everyone had some influence on what products to buy, but mom was the ultimate decision maker. Of course, if we joined her as she strolled the aisles of the local supermarket, there was a change to lobby for a cereal or snack food that was not included on the shopping list.

Studies over the years indicate that when people move out of their parents’ homes, they usually buy products their mothers used. This ranges from laundry brands, to paper goods, to household cleaning products. The same is true for food brands, although individual tastes come into play here as with personal care items. Once they are on their own, product usage is determined by personal satisfaction. However, new or improved products that are heavily advertised may receive trial, which could result in repeat purchases thereby replacing the old brand.

Retro packaging is a means to instantly differentiate a brand from all the others, and remind shoppers that this was a product they liked back when times were better. Such a strategy is fine for Boomers and New Seniors who combined represent the largest purchasing demographic in US history. But modern moms don’t remember the old packages – they had yet to be born. However, with the aid of advertising, they can be made to realize this is a bit of nostalgia they can enjoy, too.

Some of the brands that have dabbled in retro marketing include Doritos, Pepsi, Cheerios, Hostess Cup Cakes and Twinkies as well as Tide and Downy. Results for these products have been favorable. One notable brand that tried using elements from its original label design dating back to 1933 was Kraft’s Miracle Whip. Research told the company that younger consumers were not attracted to the look, so the company took its label in a new, more contemporary, direction.

Some products have not changed their look over the years, but these are usually specialty items. New products, often premium ones, may use old-style graphs and type to give them a distinct look and make the brand synonymous with old-fashioned quality.

The outside of the package may attract us to buy, but what’s inside is the reason we keep buying it. If food processors made a good tasting item with honest ingredients rather than a bunch of chemicals and preservatives or manufacturers offered a product that was as good as its advertising they might find this is the best way to create real brand loyalty.

Three in four Americans say exercise is important to daily life

a NewSeniors contributor — Wed, 08 Jun 2011 00:52:11 +0000

A significant majority of all age groups believe that exercise is very or somewhat important, according to a recent Rasmussen poll. Younger people are less likely to agree with this statement. This age group, therefore, has nearly twice the number of non-exercisers than any other group. Is it because younger Americans are generally healthier, too busy or don’t care?

A look into the study shows 62% of those18 to 29 claim that exercise is important. This jumps to 77% for those 30 to 39, 79% for the 40 to 49 group, 81% for those 50 to 64 and 77% for those 65+. Only 51% of men under 40 believe in exercise, but for those over 40 the number climbs to 78%. Younger women came in at 75% while 79% of those over 40 thought that exercise was important to daily life.

Fully 35% of the under 30 crowd never exercise compared to an average of 20% of the total sample who do not engage in physical activities. Interestingly, the 65+ group has the lowest number of non-exercisers with just 14%. Is this because New Seniors are more concerned about taking care of themselves as they age or a result of them having more free time? Based on the number of times and the minutes spent exercising, commitment to better health increases with age.

Most age groups exercise 1 to 3 times a week. But 39% of those 40 to 49 break a sweat 4 or more days a week followed by those 65+ at 30%. Time spent per session shows 39% of respondents exercise for 30 minutes or less, but nearly half the men 40 and older spend more time working out and do it more days of the week. So there is a strong indication that as men mature they want to be in top shape in order to compete in business or be prepared to enjoy life in general.

The research did not report the kinds of exercise engaged in by the respondents. However, cardiovascular activities are favorites among all age groups and sexes. Both men and women have their own specialties when it comes to elevating the heart rate and working up a sweat. Team sports are popular among men while exercise classes get the nod from women. Bodybuilding is also more male oriented, although it has a loyal core of female devotees.

Walking, jogging and running are activities that allow people of both sexes and all age groups to participate. It’s easy to get into this kind of exercise. The cost of entry is low, all that’s needed is a good pair of athletic shoes. There’s no need to join a gym or a group, but it is nice to do this with others. This way, exercising becomes a social activity as well as a way of helping those involved to stay involved.

No matter what people do, doctors will confirm that it is important to good health to do something. If the kids can be convinced that the “in thing” is to get away from their computers and enjoy some physical activity Americans will be a healthier and happier now and in the future.

Photo by Photos8.com

What will your home be worth in 5 years?

-NewSeniors Editorial — Mon, 06 Jun 2011 02:11:33 +0000

If you’re like most Americans, the value of you home has already dropped significantly. And, home prices have continued to decline so far this year. There’s no real recovery in sight as attested by a recent poll showing just 15% of homeowners believing their house will be worth more next year. A look inside the numbers indicates the future is troubling.

First consider the short-term market attitudes. Following a survey conducted in mid-April by Rasmussen it was reported that 15% of homeowners thought their homes would go up in value next year, 33% expected they would be worth less and 50% said they would retain their current value.

Of course, by maintaining a home’s market value today means it may sell for 20% less than just a couple of years ago. That’s a big loss of potential income for anyone, especially New Seniors who expected their homes would help finance retirement expenses. Many of these 65+ homeowners hoped to sell the house and move to smaller quarters. Some wanted stay put and get a reverse mortgage. Others planned to wait until it was time to go into a retirement community before placing their homes on the market.

In the meantime, those who are decades away from retirement continue to worry about making monthly payments and hope things will eventually turn around. However, their attitudes suggest a bleak picture going forward. In April 2009, 55 % of respondents said the value of their home would increase in the next 5 years. In April 2011 the number dropped to 39%. This is down by 5 points in a single month and represents the highest negatives in a 2 year period.

Men have a more positive attitude toward home values increasing over the next half-decade (45%) compared to women (33%). For prices remaining the same, 31% of men said they would as did 42% of the women. Among those believing prices will continue to fall, men and women were about equal at 18% and 19% respectively. And, attitudes tended to become more negative with age; nearly half (49%) of those 30 to 39 saying prices will go up in the next 5 years while only 37% of those 65+ shared this belief.

Waiting for the market to get healthy can be an expensive proposition. Energy costs are on the rise as are the prices for building materials needed to keep a home looking good. All the while, many homeowners are faced with rising property taxes. So owning a home has become less attractive to some. This makes the potential buyers pool even smaller.

Nonetheless, most Americans dream of owning a home and still consider it a good investment. This means saving for a down payment rather than getting into a place for nothing down and interest only for several years. Smaller homes at lower prices are growing in popularity. Multi-generational families (grandparents living with their adult children and the grandkids) may influence marketplace dynamics. One thing is certain; there will always be a real estate market in this country. We just don’t know what it will look like as changes occur in the months and years ahead.

Celebrate “New Seniors Day” on June 5th

-NewSeniors Editorial — Fri, 03 Jun 2011 01:29:06 +0000

If you are 65+, you know what it means to be a New Senior. And if you know someone who is 65+, you can see that New Seniors are not like the seniors of old. The concept of being a New Senior started with the Pre-boomers (those born between 1930 and 1945). We are more than 30 million strong, and all of us are 65 or older.

Another New Senior landmark event took place this year as the first of the more than 76 million Baby Boomers began turning 65. This translates to someone becoming a New Senior every ten seconds through 2030.

The Greatest Generation, after doing so much for our country, has passed the baton to the New Seniors. So it is our job to uphold, the values those before us fought for and sacrificed to protect for all generations. New Seniors Day was established to memorialize this responsibility.

New Seniors accept this honor and make the commitment to connect with other New Seniors by engaging in honest and civil discussions, sharing our experience and getting involved in our communities and reaching out to others in an effort to bring our great nation together, once more.

The 65+ crowd is a more homogenous group than most other demographics – partly because we share similar concerns about living our own lives in relative comfort and safety and partly because life’s lessons endowed us with an understanding of the importance of unity. New Seniors are not from one race, political party, religious affiliation, education level, job background or geographic area.

Our numbers are impressive. There are more Pre-boomers than there are adult Hispanics living in the United States. Pre-boomers and Boomers together represent a larger population than Generations X and Y combined. By 2015 the New Seniors population will be about 50 million, which is just 17% of the population. However, we will account for a third of the discretionary income and half of the country’s assets.

Politicians should note that this year those 65+ accounted for about 1 in 4 of the votes cast in the last election. And our concerns about Medicare, Social Security, government debt and tax increases will continue to be expressed at the ballot box. New Seniors are also concerned about the future of our grown children and the education and opportunities for our grandchildren. We expect the nation’s problems to be solved in a common sense way that will benefit all Americans.

So on June 5th (6/5), join in the celebration of New Seniors Day. If you’re not one, take a few minutes from your busy schedule to call a New Senior and get to know us. Learn from what we experienced by living life on life’s terms. And, most important, enlist our guidance to navigate the bumpy road that lies ahead. You’ll discover that we are ready and willing to help if you are prepared to accept it.

New Seniors can help solve America’s financial crisis

a NewSeniors contributor — Tue, 31 May 2011 17:23:11 +0000

Most people 65+ remember WWII or heard firsthand about what happened on the home front during those frightful years. While our troops are currently engaged in wars and unrest away from home, there is a battle going on right here in the United States. The battle to get the national debt under control affects not only us it impacts the future of our children, their children and beyond.

The government is spending money faster than it can be borrowed or printed. Social Security, which came in to being about the time many New Seniors were born, is broke. Medicare came on the scene when we were in our twenties or thirties. It never was properly funded and is a drain on the national budget. With the baby boomers starting to turn 65, think of trillions of dollars these entitlements will cost taxpayers.

Flashing back on the early ‘40s, shows a different scene than we find ourselves in today. Although the government was racking up lots of debt, people were confident it was the right thing to do and citizens put aside their differences to support a greater common need. Our fathers, uncles and cousins volunteered for military service or took defense jobs. Moms, aunts and neighbor women served too. They worked in plants, did Red Cross and other service work. America was committed.

Rationing was in place so we didn’t have meats, poultry and eggs even if our families could afford them. Gas was scarce and rationed as well. New cars were not being manufactured. Many other products such as kids’ sneakers, appliances and clothing were just not available. People volunteered to plant Victory Gardens and these provided a good portion of the vegetable consumed at home during the war years. We saved papers, tin cans and anything else that could be used for the war effort, which was probably the first time many Americans recycled.

To deal with the financial crisis we all face today, the spirit of patriotism we had back then must prevail once more. Forget about political labels and wanting to get what we want before anyone else and keep it until the bitter end. Don’t let politicians play the games they do just to get re-elected. New Seniors need to show the rest of the nation that we put our country and future generations first.

This is the time for us to let the politicians know that we are willing to do our fair share rather than wait for them legislate it. We should be willing to submit to some kind of sliding scale to reduce Social Security benefits according to our overall financial situation and pay more for Medicare on the same basis. All we ask in return is for the government to start spending responsibility and that other Americans make sacrifices too.

Let’s be among the first to tell our Congressional representatives that we are ready to volunteer in the fight against the national debt. This country has been good to many New Seniors. Those of us who have been so blessed might consider giving something back so future generations can have the same opportunities we had. Do you have a better idea?

Will grandparents become part of the new core family?

Don Potter: Editor-in-Chief — Fri, 27 May 2011 01:01:28 +0000

During the first half of the past century, having extended family members living in the same house was part of way life for many Americans. For a variety of reasons, this made emotional and economic sense. After WWII this way of life faded, but the extended family is making a comeback. And, the concept may have many built-in advantages for all involved.

The definition of an extended family household is one that has two or more adult generations or a grandparent and one other generation living together. According to a 2008 Pew Research study, 49 million Americans, 16.1% of the total U.S. population, are part of such a family. This trend is growing.

In 1940, 25% of the population lived in extended family households. This fell to 12% by 1980. At the early part of the last century, 57% of adults over 65 lived with their adult children. During the 1980s into the 1990s just 17% of those 65+ lived with their families. This climbed to 20% in 2008 and continues to increase.

Only 10% of the total population lives in a single person household. In 1980 nearly 29% of those living alone were over 65. More recently, this has dropped to just over 27%, even though there are more people over 65 than at any time before.

The wave of immigration that began in the late ‘70s, the ethnic makeup of the new multi-generational households reflects this phenomenon. Hispanics 22%, Blacks 23%, Asians 25% and Whites 13%. All segments have increased since the recession began. Of total U.S. households, 34% consist of one generation, 47% are two generation (parent with child), 16% are multi-generational and 2% are living in group quarters.

Another Pew study (2005) indicates that 56% of the public believes it is the responsibility of adult children to take in elderly parents, but a strong minority (39%) disagree. However, with economic uncertainty and an aging population, many families are forced to reconsider having grandmom and granddad move in. Often the elder family members are able to help with some of the expenses as well as the childrearing duties.

Establishing a multi-generational family is not easy. Is there enough room for one or two more people? Will an add-on room or separate unit be needed? How are finances and other responsibilities to be split up? What about privacy issues? And, most important, will the various personalities be able to get along?

Assuming all parties involved are willing to make an extended family household work, it can be a great experience for all. The grand parents bring family history and years of personal experience to the table. Mom and dad get some help and hopefully ask for advice. And the grandkids get the opportunity to receive adult guidance from someone other than their parents while learning about the roles of different generations. All-in-all, this is the kind of arrangement that can do much to re-establish family values in America.

Getting too old for air travel?

a NewSeniors contributor — Wed, 25 May 2011 02:33:21 +0000

From the ‘60s through the millennium, I flew about once a week. Many were short hops, lots were coast-to-coast and there were international trips as well. For the first decade or so I loved it. Then I endured it. And, finally, before retiring in 2003 I despised it. Was my attitude a result of getting older or has air travel sunk so low?

Probably it’s a combination of both. This was confirmed on a recent one-day trip from Los Angeles to San Francisco and back. While waiting in a long line to get through security, my mind wandered back to the early days when it took a matter of minutes to get from the parking lot or the taxi drop to my on-board seat. For this one hour flight, I needed to arrive at the airport at least an hour before boarding time in order to be sure the flight did not leave without me.

The image of these easier, softer times lingered in my mind as I took off my shoes, emptied my pockets and removed my belt then stuffed them into a plastic tray along with my jacket and briefcase. The container then moved ahead on a conveyor belt to be x-rayed by the watchful eyes of TSA agents. I could only hope that when I got through the process my belongings will not have disappeared, because no one seemed to pay attention to what went on with the trays after they were examined.

With the well-being of my stuff still of concern, I was asked to step into the examination booth. Here I was instructed to stand with my legs slightly apart, raise my arms in a bent position and stand still. The machine did its scan, and I was told to pass on. Fortunately, the container with my things was waiting at the end of the conveyor. I put the wallet, money clip and change back in my pocket and donned the jacket. The few chairs in the area were taken; so I hopped around, going from one foot to the other, in order to get my shoes on. I must remember to wear loafers, next time.

On my way to a distance gate, I observed that most of the travelers had a carry-on piece of luggage adorned with a computer case trailing behind them. Most of these business people had a cell phone glued to their ears as well. None of them seemed aware or interested in what was going on around them. It was heads down and proceed straight ahead. These folks were on their own individual missions.

The lounge area was a repeat of what I saw on the way there. Only this time the hoards of men and women were seated — half still using their phones and the others using their laptops. A few were multi-tasking, using both at the same time. The few reading newspapers were older business people. Only a handful carried a book, and these were mainly New Seniors, like me, who stood out like sore thumbs.

On board the sounds of scores of people all talking at once was disconcerting. But the flight was quiet, since phones are off limits after takeoff. No one spoke to neighboring passengers; they were busily engrossed with their computers. I enjoyed this part of the experience but could not help but feel the people of today are missing out on the down time and personal interaction that was so much a part of air travel a few years ago.

What happens after reaching retirement age?

Don Potter: Editor-in-Chief — Fri, 29 Apr 2011 01:04:16 +0000

Over the past few weeks, I talked with several acquaintances that were retired or qualified for it. I asked each one how they enjoyed their new status and what they do with their time. The answers are surprising as well as disappointing.

Two of the four men had done well in the business world and had solid pension plans. Both have been retired for two years. Both belonged to country clubs and played golf on an average of four times each week. And, both complained about being bored although one said he tried to spend time with his grandkids and the other had a couple of hobbies he dabbled in. However, it was apparent that each man missed their jobs and the camaraderie they had in the workplace.

Of the other two men, one had been eased into retirement and was looking for some kind of work to supplement his resources, which he admits were barely adequate. The other man was still working, although he was beyond retirement age. He needed the money and was completely unprepared for living on what he called meager savings. So he was fearful of getting sick or losing his job for any reason. Each had worked a lifetime without much to show for their efforts.

The situations were somewhat different for the two women with whom I spoke. One had a small business that she sold. And with the money she brought to the table along with her husband’s retirement fund, there was no financial pressure. However, in the year since she stopped working, she had not found a comfort zone in retirement. The other women and her husband work part-time jobs to help make payments on a major asset, their home. This was necessary, since refinancing for extra cash in the good times left them with a substantial monthly mortgage payment in retirement.

These situations are not necessarily projectable to the entire New Seniors population. But there are likely many of those 65+ that may identify with the boredom, financial insecurity and confusion of life when it should be a time of joy. The dream of freedom, time to do the important or fun things in life and being able to relax with a feeling of accomplishment for jobs well done have yet to materialize for many New Seniors.

Economic conditions in America and around the world have left even those believing they are secure to have concerns. However, New Seniors have added financial worries such as the fate of Medicare and Social Security – programs that could see major changes in the benefits they provide.

Probably the best advice for all these folks is to accept their situation. In fact, they should embrace it. Once they realize where they are on life’s path, maybe living in the moment will have more allure. And, with that fears lose power and life somehow seems better. Then, they’ll be free to help others that are less fortunate or have special needs. That’s when the real joy of living can be found.

New Seniors will be hurt more by inflation than other age groups

-NewSeniors Editorial — Mon, 25 Apr 2011 01:36:28 +0000

Why? Because food prices climbed 3.9% in a single month, due in part to vegetable costs jumping by 50% along with higher distribution costs resulting from soaring gasoline prices. Petroleum price hikes are also responsible for higher prices for many products purchased by those 65+ as well as anyone on fixed incomes.

The wholesale price of food increase is the biggest since 1974, with harsh weather and energy costs being blamed. In the warmer months ahead, supply problems are likely to result in continued higher gas prices. Some experts are predicting this trend will continue for the remainder of the year. This means inflated costs for home heating next winter.

In the meantime, the Federal Reserve continues to print US dollars, which decreases the value of the dollar making the price of imported raw materials and finished goods higher. So the Fed must deal with a double-edge sword of reduced consumer purchasing power and inflation. Solving one issue requires lower interest rates while the other calls for raising them.

If demand for products and services diminishes, the slow recovery will become even slower and possibly come to a halt. This could be when stagflation sets in, much in the way it did in the late ‘70s. These problems are occurring in the second year of the cost of living adjustment (COLA) freeze on Social Security benefits. So Americans on fixed incomes are feeling the bite in three vital areas: food, gasoline and energy costs.

On top of the apparent problems that can be seen at the cash register, there are hidden problems facing New Seniors and other fixed income groups. If the federal government does not get the deficit under control, entitlement programs such as Medicare and Social Security will suffer or taxes will go up. Some states are raising taxes; others are trying to extend or make permanent those taxes and fees that were supposed to be temporary. And local counties and municipalities are faced with similar financial problems.

Unemployment benefits continue for nearly 4 million people, the new health care program will provide insurance for about 33 million people. The cost at the federal and state levels is enormous, since half the newly insured will be covered by Medicaid with the states picking up about half the costs. Where will the money come from?

New Seniors must let their federal, state and local elected representative know how they feel about the financial situations that are causing our quality of life to be pushed to the breaking point. They say our taxes won’t go up and our benefits won’t be taken away. But paying higher prices for the things we need means we have less money to spend, so this is tantamount to a tax increase.

Remind the politicians that those 65+ accounted for nearly 25% of the vote in the last election. Tell them if they don’t take appropriate actions now, we will take actions at the polls in the next election, which is only about a year-and-a-half away.